MERCADEO Versión en español
Horowitz Associates Report: The Latino bicultural audience represents a challenge for advertisers
Patricia Molina| 4 de septiembre de 2014
Los latinos biculturales representan el 53% de los hispanos en EEUU
According to the report Focus: Latino 2014 of Horowitz Associates, bicultural Latinos tend to be more educated and make more money than the average Hispanic, so they are a very desirable target demographic for advertisers. The report states that bicultural Latinos who feel strong cultural ties to both Hispanic and American identities, represent 53% of Hispanics in the United States. Additionally, compared to total Hispanics viewers of TV content and in general, bicultural are younger, more entertainment-oriented and very knowledgeable about technology.Many media companies and advertisers are currently working to develop effective strategies to engage them. Biculturals are a difficult audience to reach in the complex ecosystem of today’s media since they aggressively adopt new behaviors and media platforms, the report said. “The media companies now recognize that biculturals are a single market, but creating content for this audience represents a creative challenge,” Adriana Waterston, SVP of Marketing and Business Development at Horowitz, said.Most bicultural Hispanics are bilingual and every 3 out of 4 hours of content they watch is in English. However, they keep a strong connection to the Spanish media. For 65% of bicultural Latinos to keep connected to the Hispanic culture is very important. “This public flows between two identities and feels equally at home among Latinos and non-Latino peers,” says Waterston. For additional information, visit {Horowitz Associates;http://www.horowitzassociates.com/press-releases/new-study-sheds-light-on-engaging-the-elusive-bicultural-latino-audience}.
